Journal of Sport Management, 2012, 26, 159-176 © 2012 Human Kinetics, Inc. An Investigation Into Professional Athlete Philanthropy: Why Charity Is Part of the Game Kathy Babiak and Brian Mills University of Michigan Scott Tainsky University of Illinois Matthew Juravich University of Michigan This study explored the philanthropic landscape of professional athletes and their charitable foundations. This research also investigated factors influencing the formation of philanthropic foundations among this group of individuals. First, data were collected to identify athletes in four professional North American sport leagues who had formed charitable foundations. Then, 36 interviews were conducted with athletes, foundation directors, league and team executives and a sport agent to explore the motives and beliefs about philanthropy in profes- sional sport. Using the theory of planned behavior, this paper identified the factors considered in the formation of charitable foundations in this unique group, primarily focusing on attitudes (altruistic and self-interested), perceived behavioral control, subjective norms, self-identity and moral obligation as antecedents to athlete philanthropic activity. The paper also discusses the unique context in which these individuals operate, some of the particular constraints they face, and identifies opportunities for athlete foundations and their partners. The professional sport industry in North America Given the tremendous scrutiny professional sport has increasingly focused on social responsibility over the teams and athletes receive in the media, it is important past 10 years and sport philanthropy has emerged as a key to make strong connections with the community. This element of these activities (Babiak & Wolfe, 2009; Sheth sentiment was emphasized by another sport executive: & Babiak, 2010; Sports Philanthropy Project, 2007). In this industry, professional sport executives are increas- We have to get out with our fans and interact with ingly becoming concerned with the image and public them as much as possible. We have to get our players perception of their teams and, as such, reaching out to out there . We have to get them into the community, the communities in which they operate (Armey, 2004). shaking hands and supporting charitable causes. This Athletes are an important resource that professional sport contact is important because we are in an era where teams use to both make an impact on a social issue and to unfortunately so much of the business of pro sports garner positive associations for themselves and the team, has seeped into the front page of the paper, especially as one sport executive states: the attention given to the salaries our players earn. (Wallace, 2004, p. 38) Players, in addition to their work on the field, must also do their part in integrating the team into the Professional athletes in major American sports are community it represents. Whether it is through com- unique, representing the brand of the team and league as munity appearances for a sponsor or other community well as their own personal brand. The positive or negative activities, the goal is to have fans in the market associ- ramifications of nonsporting pursuits influence the value ate them and the team for which they play to positive of these brands placing utility in their appraisal. Given community activities. (Hamilton, 2004, p. 82) the relatively recent emergence of sport philanthropy, “ . many (athletes) may not be aware of the value — to both their communities and their teams — of exercising philanthropy through carefully and strategically struc- Babiak, Mills, and Juravich are with the School of Sport Man- tured foundations and programs” (Sports Philanthropy agement, University of Michigan, Ann Arbor, MI. Tainsky is Project, 2007). with the Dept. of Recreation, Sport, and Tourism, University The concept of philanthropy for athletes has recently of Illinois at Urbana-Champaign, Champaign, IL. garnered attention with the work carried out by three 159 160 Babiak et al. large charitable foundations established by high profile as well as the impact that it has on the social issues these professional athletes—Andre Agassi, Tiger Woods, and organizations are addressing. Little academic attention Lance Armstrong. These three athletes have the biggest has been paid to the professional athletes themselves as charitable foundations of any professional athlete in terms philanthropists, and scant attention has been paid to the of donations and programs as well as assets: Agassi—$81 decision-making processes and motives behind philan- million; Woods—$48 million; Armstrong—$31 million thropic behaviors in this group of individuals. (charitynavigator.com, 2009). This trend of philanthropy and activism among athletes has been recognized since Research Questions / Objectives / 1994 by USA Today through its Most Caring Athlete Award, and organizations such as Athletes for Hope, Purpose MVPhilanthropy, the National Heritage Fund, the Sports While demographic factors such as gender, age, marital Philanthropy Project, and the Giving Back Fund, which status, education levels or income levels that are asso- have been created by and / or for athletes to provide ciated with differences in charitable giving have been support for those who have a deep commitment to chari- explored in the philanthropy and charitable giving lit- table and community causes. The Giving Back Fund, for erature (cf., Brown & Ferris, 2007; Burgoyne, Young, & example, strives to establish high profile role-models for Walker, 2005; Freeman, 2004; Jackson, 2001; Kottasz, underrepresented groups and helps manage foundations 2004; Radley & Kennedy, 1995; Wright, 2001), there is of players in the National Basketball Association and still a need for research to be conducted within a theo- other sports. retical framework that considers a range of individual The significance of sport and philanthropy exists factors, such as attitudes, and social factors, such as in the role that sport plays in the cultural fabric of norms, that influence charitable giving (or as is the focus our society. Sport is intrinsically about aspiration and in this case, the establishment of charitable foundations, becomes inspirational in the eyes of onlookers. It requires i.e., ‘formalized’ philanthropy). Thus, there is a gap in discipline, passion, and dedication, and athletes that the academic literature concerning 1) the motives for excel at the highest levels of sport have the platform and creating foundations and 2) the factors that inhibit or opportunity to be able to inspire, motivate, and lever- encourage charitable giving or information that might age their celebrity to make a difference in causes and aid the development of interventions to increase or issues that are important to them. Athletes today garner improve levels of philanthropic endeavors. There is also attention beyond what they do on the field of play, and a lack of factual information on athlete foundations, expectations are increasingly being placed on them by especially regarding the antecedents to their formation, stakeholders to demonstrate their charitable involvement their strategic positioning, and challenges and opportuni- and good deeds (Roy & Graeff, 2003). As Shuart (2007) ties afforded to them. Furthermore, we know little about argued, American society has an “obsession with fleet- the state and scope of athlete philanthropy. What type of ing moments of fame, and our centuries-long tendency athlete is formalizing their charity efforts by establishing to place elite athletes upon a social pedestal for athletic foundations? How does the phenomenon of athlete char- acts deemed as ‘heroic’” (p. 127). Because of athletes’ ity break down by sport? Given the growing emphasis ability to sway consumer choices (Veltri, Kuzman, Stotlar, in the area of sport philanthropy and the power of sport Viswanathan, & Miller, 2003), athletes have the potential to influence and mobilize a large part of society (Smith to earn millions of dollars in addition to their lucrative & Westerbeek, 2007), the purpose of this research is to playing salaries, putting their actions both on and off the examine the nature of philanthropy from this community field sharply into focus (Charbonneau & Garland, 2006; of individuals. Specifically, the following research ques- Kim & Na, 2007; Stewart, 1999). tions are addressed: Although the theme of sport, its athletes, and phi- lanthropy are converging in practice, little attention has a) What is the ‘landscape’ of professional athlete been paid to it in the academic literature to date. Specifi- philanthropy? What is the profile of an athlete who cally related to athletes and philanthropic or charitable forms a charitable foundation? involvement, the scholarly work in this area (Phyllo, b) What are the motivations behind the formation of Funk, & O’Brien, 2008, 2009, O’Brien & Chalip, 2007) charitable foundations? What beliefs underpin these examines participant attachment to sport events aligned determinants? What unique challenges or barriers do with a charitable cause (in this case an athlete’s founda- athlete foundations face? To what extent are these tion focusing on cancer). The issue of social responsibility professional athlete foundations using their assets in sport has been a growing topic of interest; however, this interest has primarily led to investigations of philan- and resources in a strategic way? thropy, community outreach, or cause-related marketing efforts of professional